Loretta Petti created the identity of this restaurant.
Visibility in every medium.

da Loretta Trattoria

Stuttgart / 2004

Loretta Petti created the identity of this restaurant.
Visibility in every medium.

da Loretta Trattoria

Stuttgart / 2004

da Loretta Trattoria, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

Logo

The task was to combine the Tuscan atmosphere as a stage for the vivacious landlady with the claim and tact of the hip nightlife district. We took over both commissions for the interiors and the visual and communicative design. The logo was developed in cursive writing. The flow of handwriting supports the personalization of the whole enterprise to the person Loretta Petti. The realization as a thin neon line quotes 1950s neon signs. In the correspondence the faintly colored paper and the imprinted logo contrast the monospace-font reminding of typewriting.

The desire for the almost stereotype image of Tuscany reflects often enough a desire for authenticity, hominess and a place within our urban and restless society. Instead of reproducing the used images of Tuscan architecture we tried to describe the ephemeral moment of 'feeling at home' with a collage of images of our subjective and collective memory. Hence there are only three large massive wood tables with 20 seats each and the guests take their cutlery and napkins directly out of the specially designed drawers in the table. The various elements of visual identity are carefully choreographed und thus create an integrated experience.

The logotype is developed in a script font. The hand-written style supports the moment of personalization of the entire enterprise to the person Loretta Petti. Die translation into the thin neon line quotes the style of illuminated advertising of the 1950's. I the design of the stationary the toned paper and the embossed logo are set in a contrast to the typewriter-like monospaced font.

In collaboration with textile designer Monika Trenkler we developed stripe patterns of wallpapers. They have various, completely different styles. So very bourgeois textile wallpapers are next to modern metal wall coverings next to scanned and digital printed wood textures and thus quote in a modern way images of comfortable spaces. The wallpaper stripes create a 'Key Visual' of the corporate identity. Besides the wall design they define the design of the printed communication like business cards and wine card. Texts. In the trattoria the text of the renaissance poem 'Quant` è bella giovenezza...' of Lorenzo Il Magnifico can be found at various places. The poem an ode to the youth and love has to be learned by heart by every Italian schoolchild. We fragment the text and thus create a multitude of visual foci: on corners, in mirrors, under the bar, in slot in the ceiling. The visitors begin to travel with their eyes.

Parallel we designed a set of ornaments, which reoccur in all medias: on glass, as covering for the heating units, on the menu and wine card, etc.. Ornament on the ceiling. Large scans of crocheted tea-cloths, painted with copper paint on the ceiling around the light fixtures, substitute for the missing stucco rosettes.

da Loretta Trattoria, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
da Loretta Trattoria, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects, Surfaces.
da Loretta Trattoria, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
da Loretta Trattoria, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
da Loretta Trattoria, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
da Loretta Trattoria, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
da Loretta Trattoria, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
Client
  • Loretta Petti
Location
  • Stuttgart
    Büchsenstraße
Status
  • Completed (2004)
Categories
Team
  • Gunter Fleitz
  • Peter Ippolito
  • Axel Knapp
Partner
  • Monica Trenkler (Illustration)
Copyright
  • Ippolito Fleitz Group